Byway - City - Retailer Partnership Opens
Door to Byway Merchandising
A partnership of a byway organization, a city and a private retailer opened the door to byway promotion and merchandising development for the byway organization.
Who/What:
The Illinois Lincoln Highway byway business organization has partnered with the City of Dixon and private retailer “Of the Prairie" to operate a joint visitor welcome center, gift shop, and byway interpretive center that features byway exhibits and retail space in the city.
When:
The idea for this joint partnership began in 2003. The Dixon Welcome Center and Of the Prairie opened in 2004. Exhibits for the Illinois Lincoln Highway byway interpretive center were in development in 2005.
Where:
The storefront is located in historic downtown Dixon, Illinois.
How:
The city wanted an interpretive center, but had no staff to operate it. The city provides the byway organization with exhibit space in its city-owned and city-insured building and gives space rent-free to a retailer who in turn staffs the welcome center and operates a business selling Illinois-made goods, including merchandise developed and branded for the byway.
Funding Potential:
The funding potential of this partnership is generated by the retailer’s sales. See also byway theme jewelry
Why Interpretive/Retail Space Partnerships:
• Generate visibility of the byway as an economic engine for the local government partner
• Generate visibility of the byway via interpretive exhibits that might not otherwise be possible
• Generate revenue for the byway organization via the retailer relationship and the sales of byway-theme goods
Resources:
Illinois Lincoln Highway Coalition
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This project was funded in part by a |
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